How Acxiom is Building a Partner Network to Help Heathrow Airport

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Marketing technology plays a key role in delivering the best passenger experience across both physical and digital environments

Heathrow’s vision is to give passengers the best airport service in the world. Marketing technology plays a key role in delivering the best passenger experience across both physical and digital environments. Acxiom has a longstanding relationship with Heathrow airport, having designed, built, integrated, and currently operating a large proportion of their marketing technology stack.

Earlier, Acxiom worked with Heathrow to make its travel and shopping experiences more complementary and relevant, with a single view of each flier that enabled consistent, personalized marketing.

The solution created a single foundational layer of privacy-compliant customer data available to each of the airport’s separate business units—its rewards program, parking operation, retail stores, etc. Then, using identity resolution to recognize fliers (including anonymous ones), the airport leveraged this comprehensive customer view across operations, along with newest location awareness technologies, to transform how they market to travelers. 

This time, the Acxiom team decided to bring in Salesforce Marketing Cloud to add scale to the solution. 

Heathrow were utilizing a CRM/Marketing Cloud from a major competitor and wanted to create a new Martech stack that could help to improve customer satisfaction, acquisition of customers to the CRM database, and revenue growth for Heathrow and its retailers. Heathrow were looking for ways to capture rich customer data insights, shopping habits, and travel interests whilst reducing the number of moving parts within their technology stack, in line with Heathrow’s Digital Transformation strategy.

Woodson Martin, EVP and GM of AppExchange said, “A data-first approach and a single-source-of-truth has never been more important for brands to deliver on customer expectations in today’s digital world. We can’t wait to see how Acxiom will help customers to achieve success in an increasingly competitive environment and accelerate their digital transformation journeys.”

Heathrow invited Acxiom to assist with identifying the best technical solutions that could enable the successful delivery of Heathrow’s future marketing objectives. Acxiom consulted with Heathrow to adopt new data sources, and to leverage their existing Digital Transformation Strategy and Platform technology approach. In July 2021, following a capability assessment of market leading technologies in June 2021, Acxiom consultancy services and Heathrow brought in Salesforce Marketing Cloud (SFMC) and Salesforce Customer Data Platform (CDP) technologies to help unlock further benefits from the Salesforce ecommerce and Salesforce Service Cloud products already in place. This approach has enabled Heathrow to design a framework to drive internal change, help gain greater value from their CRM marketing assets, and develop more informed decisions (automated or human).

“We’re excited about enhancing and optimizing our Martech stack, developing our technology to enable and accelerate the maturity of our CRM marketing strategy. Without the right data, personalization is only an ambition. Working with Acxiom and Salesforce, Heathrow now has greater control of our data, which can be used to improve business processes and deliver personalized passenger experiences,” said Meenal Varsani, Head of Marketing & Customer Engagement, Heathrow. 

Acxiom is a customer intelligence company that provides data-driven solutions to enable marketers to better understand their customers to create better experiences and business growth.